Innovation and New Product Development Case Study

Communispace Corp.: Using Web for New Product Development and Creating Customer Bonds

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Abstract:
Founded in 1999, Communispace Corp. creates private online communities to generate market insights for its clients like Unilever, Reebok, Whirlpool, Kraft, Johnson & Johnson, etc. It designs communities based on the research needs of its clients, recruits respondents and provides analysis of the surveys conducted. The insights generated help the corporate to identify customer preferences and new business opportunities that help in increasing customer loyalty and market penetration.

Pedagogical Objectives:

• To analyse the business model of Communispace Corp.
• To understand how consumer research through online communities help in generating ideas for new products and services
• To highlight the benefits that businesses accrue from online consumer communities in terms of increasing customer loyalty and business growth.

Keywords : Private Online Communitiy; Market Research; Innovation Management Case Study; Brainstorm; Respondent; Chat Bulletin Board; Insights; Market penetration; Product innovation; Positioning; Traditional research; Customer loyalty

Contents:

• Communispace Corp.: Hosting Private Online Communities
• Communispace Corp.: Offering Customer Insights to Develop New Products